INFLUENCE OF PRODUCT AND SERVICE ATTRIBUTES OF HEALTH AND WELLNESS PRODUCTS USING NEUROMARKETING SUSTAINABLE STRATEGIES

Abstract

Purpose- The purpose of the study is to explore green and sustainable factors that influence the purchase behaviour of health wellness products.

Methodology- This is the empirical study is based on the how customers’ perception  and attitude and purchase behavior intention of consumers is influencing them to make purchase behaviour and decisions about health wellness products by using green and sustainable initiatives. Basically, to study whether the customer prefers any organic and naturopathy products.

Findings- It is observed that there is a significant shift in consumer purchase behaviour towards the consumption of wellness products have occurred in recent years because of growing concerns about the health and wellness products. Considering the growing customer demand for wellness products options, this study offers relevant practical information for the businesses involved in creating and marketing health and wellness products.

Originality- Very few studies have been conducted on the on using green and sustainable initiatives that can influence consumer customers’ perception and attitude towards buying health wellness products. This study tries to fill the gap in the literature review by studying the purchase behavior intention and customers’ perception and attitude of the consumers towards health and wellness products by using green and sustainable initiatives.